Entasis

Entasis (pronounced en-tuh-sis)

(1) In architecture, a slight convexity given to a column or tower, claimed to correct the optical illusion of concavity and create the perception of straight lines.

(2) In medicine and physiology, an involuntary or spasmodic muscular contraction (also called entasia (from the Greek ɛnˈteɪzɪə)).

(3) In typography & calligraphy, the thinning in the waist of a stroke, the technique used to compensate for the visual perception of a stroke with perfectly straight sides appearing slightly to bulge.

1745–55: From the Latin entasis, from the Ancient Greek ἔντασις (éntasis) (tension, straining), from εντείνω (enteínō) (to stretch or strain tight), the construct being enta, variant stem of enteínein (to stretch tight) + teínein (to stretch) + sis.  The –sis suffix was from the Ancient Greek -σις (-sis) and was attached to words in English often via Latin or French.  It was identical in meaning with the Latin –entia and the English –ing and was used (1) to form nouns of action or process (catharsis, dialysis, diagnosis, crisis etc), (2) in medicine to form nouns of condition (psoriasis, sepsis, tuberculosis, psychosis etc) and more generally (3) nouns as required (basis, oasis, thesis, stasis etc).  Entasis is a noun; the noun plural is entases.

The Entasis or Parthenon Principle

The Parthenon in Athens; it's the most celebrated use of entasis.

In modern architecture, entasis is the application of a convex curve to a surface for aesthetic purposes.  Its best-known use is in the columns from antiquity which curve slightly as their diameter is decreased from the bottom upward.  Because no relevant documents have yet been discovered, it’s not known whether the architects in antiquity applied the technique for aesthetic effect or as an engineering technique to enhance strength.  The latter is suggested by the design principle being described by Roman architect Marcus Vitruvius Pollio (circa 75 BC–circa 20 BC) using the Greek word enteino (to stretch or strain tight), suggesting some emphasis on structural strength rather than appearance.  However, until contemporary records are uncovered, their reasons for using entasis remain mysterious, hence the two-thousand odd years of conjecture.  The earliest known documented view of the matter was that written by Greek mathematician and engineer Hero of Alexandria (circa 10-circa 70), is that entasis corrects the optical illusion of concavity in the columns that the human eye would create if the correction were not made.  

Basilica's western front of the Second Temple of Hera, a Greek temple in Paestum, Campania, Italy.

The Second Temple of Hera (circa 55 BC) was built in the Doric order, just north of the first.  For the visual effect of entasis to work, the convex curve has to be so slight as to be imperceptible and it's not known why the Second Temple of Hera has an entasis so pronounced the curvature is obvious; there is illusion of straightness.  The proportions are such that historians have speculated it must have been deliberate (presumably for structural strength) but it's at least possible the architect was afflicted by the desire many of his modern contemporaries share: The wish to produce something "original" and "new", the reason why so many modern buildings are so unpleasing to the eye, architectural awards & prizes handed out not for beauty and elegance but novelty and shock.

For millennia, entasis and its place in the history of architecture has been one of the most persistent tales from Antiquity but there have long been contrarians prepared to argue the concept, while not exactly a myth, is greatly exaggerated in significance.  In September 2026, Belgian mathematician Professor Alain Goriely (b 1967; professor of mathematical modelling at the University of Oxford) published the findings of his study, challenging the belief the Parthenon’s “curves” were included to correct “optical illusions” that would have made pure straight lines appear “distorted”.  What the professor’s modelling was said to reveal was (1) the “curves” are practically imperceptible and the alleged “illusion” they were claimed to correct doesn’t exist; “the illusions are illusory”.  Deconstructing Vitruvius, the study begins with the claim the sides of the Parthenon’s stylobate (base) are not horizontal but form a very flat “V”, rising gently 60 mm (2.36 inches) towards the centre.  According to Vitruvius, this was to correct the illusion that, when viewed as a whole, the base appears to “sag in the middle”.  For centuries, the “sagging effect” was attributed to one of two “tricks of the light”: (1) That because of the way light is interpreted by the human brain, long horizontal lines “appear to slump” towards the centre or (2) That the structure’s marble columns create the illusion; this based on the “Hering illusion” (where in 2D (two dimensions) parallel lines can appear “bowed” when intersected by other lines).  Professor Goriely found nothing to support either proposition, noting the Hering illusion (discovered in 1861 by German physiologist Ewald Hering (1834--1918) is most apparent when lines intersect at acute angles and the Parthenon’s columns are anyway “too close to the vertical” to produce the illusion.  Additionally, extensive modelling produced no proof the effect would manifest on the Parthenon even in 3D (three dimensions), viewed from any angle.

The persistent claims of entasis.

Those details were really footnotes in architecture textbooks, entasis the most famous of the legends.  What that suggests is “bulges” in the Parthenon’s columns (the curvature called entasis) were included by the builders to correct an optical illusion that would make them appear “too narrow” in the middle.  Not only did Professor Goriely found no evidence the illusion exists but the columns bulge by a mere 18 mm (less than ¾ inch) which, at that scale, is simply not perceptible to the human eye at a typical viewing distance.  What he doesn’t dispute is the architects may have had some reason to include variations in the dimensions; it’s just he found no evident they were there as “optical correctives”, the slopes on the base perhaps there for a reason as mundane as preventing puddles forming after rain; as every builder knows, only a very slight incline is needed for water to flow.  The very minor increase in width in the columns’ centre sections is more mysterious and may have been something to do with what would have been a very labor-intensive production process but there seems to be no optical effect.

Beyond the math, Professor Goriely speculates the reason the myth has proved so enduring was the extraordinary level of veneration granted to the engineers, philosophers and architects of Antiquity when, in the late Medieval period and (especially) the Renaissance, so many of the texts were “re-discovered” and a the perception emerged of Ancient Greece as a supremely knowledgeable and ingenious civilisation.  For centuries, in Western Europe, the Classical World was idealized and unless explicitly disproved (as came to be done of their medicine, cosmology and such), the texts were treated with great respect, thought something of “Civilization’s gold standard”.  In the modern age, the veracity of what Vitruvius wrote tended to be reinforced by internet users repeating the tale, search engines affording a greater credibility to “facts” appearing in the greatest volume.  Now of course, AI (artificial intelligence) bots have centuries of architectural texts from which to harvest information and given what Vitruvius who wrote about the Parthenon (400 years after its construction), came to be treated as something “scriptural” (despite the loss of loss of the many Greek texts about their temple architecture he claimed to have read when preparing his own), the authority was strengthened.  Untypically for an academic paper, the professor recommends not too much dwelling on his findings but commending instead: “Trust your own eyes, question what you see and decide for yourself whether the theory of optical corrections holds up.”  Professor Goriely concluded entasis “might be the oldest myth that we have” before mischievously adding “apart from religion.”

1964 Rolls-Royce Silver Cloud III Flying Spur; coachwork by H.J. Mulliner Park Ward.

One orthodoxy to emerge in the twentieth century was the famous Rolls-Royce radiator grille owed as much to Classical architecture as to being something there to prevent stones damaging the fragile core behind; if Rolls-Royce was going to be influenced by anyone, it’d be the architects of Antiquity.  According to chapter 4 of The Lexicon of Rolls‑Royce (the company doesn’t have web pages, it has chapters), what it styles as the “Pantheon Grille” was “…inspired by Rome’s imposing Pantheon temple, the Rolls-Royce grille is iconic. The Pantheon’s majestic columns were purposefully built with wider middle sections so that the human eye perceives each long pillar to be completely straight. It’s a perfect optical illusion and a genius stroke of design.  Taking inspiration from this, the Rolls-Royce grille is tactfully arranged using wider columns at the edge and thinner columns towards the middle to create an aesthetic illusion of symmetry when admired from the front. It’s a design that appears more perfect than nature intended.”  The days are gone when Rolls-Royce’s documents were characterized by understatement (it once described its engines’ power outputs as “adequate”), the vulgar numbers revealed only when German regulators humorlessly insisted.

While Professor Goriely’s computer models could find no evidence of the effect, a century-odd earlier, Rolls-Royce’s designers were convinced by the optical tricks of the Greeks and in 1925 integrated one of their optical techniques their new grille.  Although the “squared-off” shell dates from shortly after the company’s formation in 1904, not until 1928 did the now familiar grille with its upright bars become standardized.  Prior to 1925, the radiators were fronted by horizontal “slats” best thought of as “louvers” in that they functioned like “venetian blinds” (controlled by a lever next to the driver) to enable the airflow to be controlled (thus regulating engine temperature).  By the time of the release of the model Twenty in 1928, improvements in thermal-management technology meant the slats were no longer needed so the designers could start with a “clean sheet” and, being Rolls-Royce, the went neo-classical and built their own Pantheon, refining the ideas first seem in 1925 on the “New Phantom” (known retrospectively as the “Phantom I” (1925-1931) after new generations of the model followed).  So, although Professor Goriely’s math couldn’t detect any evidence entasis produced a detectable effect for those looking at the Parthenon, what Rolls-Royce does has been modelled and although slight, the effect of their trick is real.

Lindsay Lohan in Rolls-Royce Phantom Drophead Coupé (2007-2017).  By the 1970s factory (mostly) had ceased to use the historic terms FHC (Fixed-Head coupé) and DHC (Drop-Head Coupé (DHC) and the revival in 2007 for the Phantom Drophead Coupé has proved (thus far) a nostalgic one-off.  Over the decades, the designers generally were successful in their adaptations as they were required to make the grille wider and lower but the Phantom would have benefited aesthetically if a more traditional approach had been taken with the headlamps (centre) and even hidden units (right) would have been more pleasing.  Still, twenty-first century customers seem more accommodating of stylistic innovation than earlier generations.

According to opticians, what the design does (wider bars at the edges, more slender towards the centre) is create the illusion of symmetry when viewed straight on (at even a slight angle there will be no effect).  That’s said to be because when viewing such a structure, the brain processes the image as a whole (not a sequence of individual bars) and, paradoxically, what the slight difference in width does is render an “artificial equalization”.   Because of the way the brain processes the sight of a series of “parallel bars”, were they equally-spaced and equally wide, there would be a “hollowing” effect with a “pinching” towards the centre, caused by the natural human tendency to perceive outer edges as tapering away.  The eye is an outgrowth of the brain and it’s the brain doing the processing; while “looking at a grill” might sound a simple task, in the Rolls-Royce grille there’s a lot of “information” and processing it all is an act of high-level cognition.

Hi-rise Pantheon: 1965 Rolls-Royce Phantom V.  This was about at tall as the grille got; it appeared on the Phantom V (1959-1968) & VI (1968-1990).

All else being equal, the brain tends first to focus on an image’s centre (that information sent to the fovea centralis (the part of the retina handling “sharp central vision”)) with the edges simultaneously entering the “peripheral vision” where spatial resolution decreases (the brain therefore gathering less precise detail about the outer dimensions).  All this happens in a fraction of a second but does still happen sequentially, the brain using “predictive modelling” to “fill in the blanks” and there is much to process, the grille a large, highly reflective three-dimensional object with repeating lines.  The brain’s visual cortex has much to do understand the contrasting light patterns and depth cues and that it does all this in a fraction of a second in an indication of how powerful a machine it is.  Additionally, Rolls-Royce further assists the brain in “manufacturing perfection by machining each bar with a very slight outward curve, not detectable to the naked eye.  The combination of this functionally imperceptible “width-shifting & curvature” uses the way the brain operates to induce the required corrective “shortcuts”.

The Pantheon Temple, Rome (left) and 1985 Rolls-Royce Camargue (right).

The Pantheon's Latin inscription M·AGRIPPA·L·F·COS·TERTIVM·FECIT isn't all that poetic and reads like a note the draftsman might have put on the blueprint (had there then been blueprints): it translates as "Marcus Agrippa, son of Lucius, made [this building] when consul for the third time.", crediting the Roman statesman & general, Marcus Vipsanius Agrippa (circa 63 BC–12 BC) who commissioned the construction during his third consulship in 27 BC.  The Pantheon that stands today was rebuilt by Emperor Hadrian (Publius Aelius Hadrianus, 76–138; Roman emperor 117-138) circa 126 AD after the original structure suffered severe damage in a blaze; Hadrian chose to retain Agrippa's inscription as a tribute (not all the emperors were narcissists).  Since 609 AD, the Pantheon has been a Roman-Catholic church and is known as the Basilica Santa Maria ad Martyres (Basilica of St. Mary and the Martyrs).   In 1975, when the Camargue (1975-1986) was released, the novelty of it being the first Rolls-Royce designed using exclusively metric measurements (except for the odd carry-over component) attracted little attention but there was much comment about it being the first built with anything but a perfectly vertical grille.  The Camargue's grille was slanted at a (for mid-century Rolls-Royce) rakish 7^o.

Waftability

Parthenon Grill, Murfreesboro, Tennessee.

Understandably, the malapropism “Parthenon grill” is sometimes heard (and there is a well-reviewed Greek restaurant in Murfreesboro, Tennessee of that name) and despite occasional claims, the Pantheon grille doesn't feature a classic entasis (slight swelling in the middle of a column to counteract the alleged illusion of concavity) but the slight curve of the bars is real and can be checked with equipment no more complex than a “straight-edge” (a 12 inch (300 mm)) metal ruler ideal for the purpose.  Although for much of the twentieth century Rolls-Royce was much associated with straight lines (the “knife-edge” models bodied by coach-builder Hooper between 1935-1959 the high point of the brief era of  blending of a severe rectilinearly with the flowing lines of the pre-war aesthetic although, despite the mix, the approach was not within the lineage of post-modernism) curves have often been a component and in 2009 Tom Purves (b 1949; CEO of Rolls-Royce Motor Cars 2008-2010) announced the neologism “waftability” was “the essence of the brand”.  That, he defined as “calm perfect motion and accelerating quickly without fuss”.  Back then (and 2009 seems now little less remote than the days of the Cold War (1947-1991)), the CEO was describing the relationship between the appearance of a static Rolls-Royce as something that embodied that definition, revealing the internal name for the “gentle, upswept line of the sill” on the new Ghost model was a “waftline” (actually borrowed from the fashion business), the idea being it created “a powerful, poised stance and makes the car appear to be moving when stationary.”

1988 Rolls-Royce Corniche Convertible.  Although rendered redundant by electric motors, the Pantheon Grille will endure; it will be wider and lower (as has already happened) and some functional use may even be found but as an essential element in “brand identity” it won't go away.

The significance of “waftability” was Rolls-Royce was then still in the business of making large-displacement engines running on fossil fuels sound and behave as if they were electric motors but, by 2023, the company announced the Spectre, the brand’s first purely electric car.  So it had taken a while but the interest in electric energy predated even the formation of the company in 1904.  Sir Henry Royce (1863–1933) was an engineer who had designed dynamos, electric crane motors and patented the bayonet-style light bulb fitting while Charles Rolls (1877–1910) as early as 1900 drove an electric car declaring it the almost ideal form of propulsion, observing: “The electric car is perfectly noiseless and clean. There is no smell or vibration, and they should become very useful when fixed charging stations can be arranged.  But for now, I do not anticipate that they will be very serviceable – at least for many years to come.”  So it proved.  By 2023 however, the technology was ready and so (more debatably) was the infrastructure and there is nothing better at waftability than something large, luxurious and electric, Rolls-Royce saying that some time in the next decade, their last car running on fossil fuel will leave the assembly line.  Nothing lasts forever and, having spent more than a century trying to make ICEs (internal combustion engine) as smooth and silent as electric motors, the times seem now to suit Rolls-Royce.  For others (such as Ferrari, Porsche, Dodge etc), selling to a customer base with an emotional attachment to the howl, throb & scream of gasoline (petrol) exploding in six, eight or twelve combustion chambers, the challenge is to find a way to make them content with a piped soundtrack.  Engineers have conquered matters of performance and even range but nostalgia may prove harder to package.  For Rolls-Royce however, the task is simpler because it’s purely visual: While an electric car needs no radiator and thus no protective grill, it can be guaranteed Pantheon Grilles, severely cut in stainless steel, will continue to appear.

Corinthian

Corinthian (kuh-rin-thee-uhn)

(1) Of, pertaining to, or characteristic of Corinth, the ancient Greek city-state.

(2) An native, inhabitant or resident of Corinth, and its suburbs.

(3) Something with origins in Corinthia.

(4) One of the five styles of classical architecture in Ancient Greece (the others being Doric, Composite, Tuscan & Ionic).

(5) Something ornate and elaborate; something luxurious or extravagantly trimmed

(6) In literacy criticism, an ornate style (an alternative to describing such writing as "rococo" or "baroque" but distinct from "purple").

(7) Someone given to living luxuriously; dissolute.

(8) A worldly, fashionable person, accepted in society although thought by some to be raffish.

(9) An amateur sportsman; an accomplished amateur athlete (archaic).

(10) A sailboat owner who helms his or her own boat in competitive racing.

(11) A phony descriptor of a type of leather used by Chrysler Corporation in the US during the 1970s.

1350–1400: From the Middle English Corinthi(es) (the men of Corinth) from the Latin Corinthiī from the Greek Korínthioi.  The sense “of or pertaining to Corinth" (the ancient Greek city-state) is from the 1590s and gradually, it replaced the mid-fifteenth adjective Corynthoise.  The sense as a classification in what was becoming a formalised architectural order is from the 1650s.  The noun meaning literally "inhabitant of Corinth" dates from the 1520s; Corinthies was attested from the late fourteenth century.  During Antiquity, other Greek cities regarded the inhabitants of Corinth as a bit gauche, noting their preference for ornate, almost ostentatious architecture and their notorious fondness for luxury and licentiousness.  There was intellectual snobbery among the Athenians too, the Corinthians thought too interested in commerce and profit and not sufficiently devoted to thought and learning.  Corinthian the noun and adjective thus, in various slang or colloquial senses in English, came to be associated with extravagance, sin and conspicuous consumption, especially in the decades after the 1820s.  Corinthian is a noun & adjective, Corinthianism is a noun and Corinthianize, Corinthianizing & Corinthianized are verbs; the noun plural is Corinthians.

The dapper Franz von Papen while serving as Germany's ambassador to Turkey (1939-1944).

In a nod to Paul's writings in the New Testament, the verb Corinthianize came to mean “to be licentious or sexually immoral” while the companion noun Corinthianism was used when speaking "of or about" such things.  Softened a little, by the eighteenth century, “a Corinthian” could be used also of a chap a bit raffish but verging on socially respectable and welcomed in at least some polite circles.  Presumably by association, the word came to be used of sporting events (originally horse racing and yachting) restricted to “gentleman amateurs”.  Thus the old rogue Franz von Papen (1879-1969; Chancellor of Germany 1932 & vice chancellor 1933-1934), an accomplished amateur jockey, could have been called “a Corinthian” and the sly old fox demonstrated his defensive skills when he gained one of three acquittals handed down the IMT (International Military Tribunal) during the first Nuremberg Trial (1945-1946).  Although unrelated to the verdict, the journalists accredited to the trial voted him “best-dressed defendant”.

A tattoo Lindsay Lohan tattoo (inked in 2013), inspired by 1 Corinthians 13:4-8.

In scripture, the implications of that association were later reflected in the New Testament, most memorably in Paul’s Second Letter to the Corinthians (2 Corinthians 1).  The second letter is thought to have been written circa 56 AD, shortly after he penned the first and was addressed to the Christian community in city of Corinth, a major trading centre which, although by then noted for its rich artistic and philosophic traditions, was a place also notorious for vice and depravity.  It was this last aspect that compelled Paul’s first letter to the Corinthian church and in it sharply he rebuked the sinners for permitting immoral practices in the community.  In response, the Corinthians had cracked-down on some of the worst excesses and Paul wrote his second letter to congratulate them on the reforms, commended even forgiving sinners and welcoming them back to the flock.  Harsh though his words could be, Paul’s preference is always restoration, not punishment.  The letter then discusses some sometimes neglected characteristics of the Christian church such as generosity to others and devotes some time to defending himself against attacks on his ministry, reminding the Corinthians both of his own poverty and the harsh reality of what it meant to be a minister of Christ in the Roman empire: beatings, imprisonment, hunger, and the constant threat of death.  In the King James Version (KJV; 1611), 1 Corinthians 13:4-8 read:

4 Charity suffereth long, and is kind; charity envieth not; charity vaunteth not itself, is not puffed up,

5 Doth not behave itself unseemly, seeketh not her own, is not easily provoked, thinketh no evil;

6 Rejoiceth not in iniquity, but rejoiceth in the truth;

7 Beareth all things, believeth all things, hopeth all things, endureth all things.

8 Charity never faileth: but whether there be prophecies, they shall fail; whether there be tongues, they shall cease; whether there be knowledge, it shall vanish away.

Most quoted now are modern translations which are more accessible such as the International Bible Society's (now Biblica) New International Version (NIV; 1978):

4 Love is patient, love is kind. It does not envy, it does not boast, it is not proud.

5 It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs.

6 Love does not delight in evil but rejoices with the truth.

7 It always protects, always trusts, always hopes, always perseveres.

8 Love never fails. But where there are prophecies, they will cease; where there are tongues, they will be stilled; where there is knowledge, it will pass away.

In Paul’s prescriptive way, verses 4-7 details the workings of love in three steps.  There are firstly the positive aspects of love being patient and kind but then elaborated are the eight negatives love must never be: not jealous, boastful, arrogant, rude, irritable or resentful, nor does it insist upon its own way or gloat at wrong.  Finally, Paul notes the five positive ways in which love reacts, joining in rejoicing at truth, supports, believes, hopes and endures all things.  Verse 8 returns to the theme of superiority of love but explicates the contrast between love and spiritual gifts as the contrast between permanence and transience; spiritual gifts which are incomplete will pass when wholeness comes whereas love will not.  The contrast is thus between the perfect and imperfect.

In marble

United States Supreme Court Building (1935), Washington DC, main entrance (west, left) and the eastern aspect (left).

The Corinthian style of architecture was one of the five classical orders created in Ancient Greece.  Similar in many ways to the Ionic, the points of difference were (1) the unusually slender proportions, (2) the deep capital with its round bell, decorated with acanthus leaves and a square abacus with concave sides.  The Corinthian capital typically has two distinct rows of acanthus leaves above which appear eight fluted sheaths, from each of which spring two scrolls (helices), one of which curls beneath a corner of the abacus as half of a volute while the other curls beneath the centre of the abacus.  The marble pillars used on the east and west pediments of the United States Supreme Court Building, constructed between 1932-1935, are a fine example of the Corinthian style.  Much less known than the more frequently photographed West Pediment, the building's East Pediment is at the rear of the structure, much admired by architects because of the elegance of the thirteen symmetrically balanced allegorical figures in the sculptural group designed by Hermon A MacNeil (1866–1947).  The ornate details in the two rows of acanthus leaves are the defining characteristic of the Corinthian pillar.

Manuel Esteve Guerrero (1905-1976) in Corinthian helmet, 1938.  The casual pose, cigarette in hand, a cloak (resembling a Greek chlamys) slung over one shoulder, indicates the image was for “non-professional” use.

Manuel Esteve Guerrero had begun his academic studies at the University of Granada studying law but such was his interest in archaeology he switched disciplines, taking a degree in philosophy and literature, specializing in art history.  After working for some years as a teacher at the Padre Luis Coloma Institute, he was in 1931 appointed director of the Jerez Municipal Library (1873) when he remained until retirement in 1975, his most controversial duty in the role the period in the 1930s & 1940s when he was vested with responsibility for enforcing the strict censorship policies imposed by the newly established fascist regime Generalissimo Francisco Franco (1892-1975; Caudillo of Spain 1939-1975).  That would have been no small task because, under the caudillo, the index of proscribed texts was long.  As librarian, he was also, ex officio, municipal archaeologist and in 1938 his team made the remarkable discovery of a well-preserved Corinthian helmet, unearthed some 20 kilometres (12 miles) from the mouth of the Guadalete River, near the now-decommissioned irrigation dam known as La Corta, close to El Portal in the municipality of Jerez.  The significance of the artefact (widely publicized on both sides of the Atlantic as “Discovery of a Greek Helmet in the Guadalete”) was the confirmation of the long-suspected Greek presence in Andalusia during the seventh & sixth centuries BC.

In leather and paint

Publicity shot for Chrysler Corporation's 1974 Imperial LeBaron Four-Door Hardtop, trimmed in chestnut tufted leather.

The hide in the 1974 Imperials wasn't described as “rich Corinthian leather” which was (mostly) exclusive to the Cordoba (1975-1983) until late 1975 when not only did the Imperial's brochures mention "genuine Corinthian leather (available at extra cost)" but for the first time since 1954 the range was referred to as the "Chrysler Imperial", a harbinger the brand was about to be retired.  Imperial's advertising copy noted of the brochure photograph above: “...while the passenger restraint system with starter interlock is not shown, it is standard on all Imperials.”; the marketing types didn't like seat-belts messing up their photos.  While all of the big three (GM, Ford & Chrysler) had tufted interiors in some lines, it was Chrysler which displayed the most commitment to the motif.  Although Chrysler mostly used the term “rich Corinthian leather” in the sales material for the Cordoba, after it appear in the brochures for the last (for a while) Imperial, it became common to refer thus to the leather in any of the corporation's cars of the era.  Some did with a sense of irony while some innocent souls actually believed it.  Manufacturers do like words which might evoke a "certain something" and in the 1970s Rolls-Royce advertised their timber veneer as "Circassian walnut cut from century-old trees" which was a correct term for Juglans regia (a species of walnut) but the stuff was more typically called "English walnut" or "common walnut".  Neither would have been though suitable and for Rolls-Royce to use "common" about any of their products would have been unthinkable.

1975 Imperial LeBaron Four Door Hardtop.

"Rich Corinthian leather" was a term coined by the Bozell advertising agency in 1975 to describe the tufted upholstery available as an alternative to the standard velour in the Chrysler Cordoba, the hides in corporation's products trimmed with the same leather produced by the Radel Leather Manufacturing Company of New Jersey described only as "leather" (except for the reference in certain advertising for the 1975 Imperial, then in its last days).  The "Corinthian" tag was chosen because something special was needed for the Cordoba, the first "small" (in the context of the company's mid 1970s line-up) Chrysler ever offered in the US and the name was thought successfully to convey the association with something rare, of high quality, luxurious and, doubtlessly, "European".  Religiosity in the US somewhat more entrenched than elsewhere in the West, it’s likely many were well-acquainted with the books of the New Testament book but for those less pious, Corinthian was one of those words which somehow carried the desired connotations, even among those with no idea of the links.  Perhaps it was because it sounded European that some assumed the leather came from Spain, Italy or some such place where many words end in vowels.  Richard Nixon (1913-1994; POTUS 1969-1974) noted that linguistic phenomenon when he discussed the circumstances in which Dwight Eisenhower (1890-1969; POTUS 1953-1961) was compelled to dismiss his chief of staff (Sherman Adams (1899-1986)), who had accepted as a gift, inter alia, a vicuña coat.  Nixon observed that while there was no doubt most Americans had no idea whether vicuña was animal, vegetable or mineral, just the perceived mystique was enough to convince them it was something expensive and therefore corrupting.

1976 Chrysler Cordoba advertisement.  When released as a 1975 model, Chrysler heralded the Cordoba as "the new small Chrysler".  The word "small" is relative, the significance being the departure from the corporation's long-standing policy of the Chrysler brand not appearing on anything except "full-sized cars" but economic reality was biting the 1970s and the big cars were in their last days.  Then (as now), to most of the rest of the world, the Cordoba seemed pretty big and at the time the appeal in the US was real, even those not greatly concerned about the increase in the price of gas (petrol) fretting about the prospect of shortages. 

Whether the association with the Cordoba's “rich Corinthian leather” generated many sales in Chrysler's other divisions (Plymouth, Dodge & Imperial) isn’t known but the the phrase certainly gained a remarkable traction amid the cacophony of exaggeration and puffery which sustains modern capitalism.  The Cordoba was introduced in 1975 as a "down-sized" model for consumers suddenly interested in fuel economy in the post oil-crisis world and the manufacturers knew those who felt compelled to buy smaller cars didn’t necessarily want them to be any less luxurious and that became the theme for the promotional campaign, led this time on television and fronted by a celebrity spokesperson, the actor Ricardo Montalbán (1920-2009).  Born in Mexico of Spanish descent, Montalbán looked distinguished and spoke in cultivated English with just enough of a Spanish accent to make plausible the link of “Corinthian leather” with cattle on the plains of Spain.  Mr Montalbán only ever spoke of "Corinthian leather" or "rich Corinthian leather" but in the print advertising "Corinthian leather" & "fine Corinthian leather" (sometimes with a plural "leathers" also appeared.  Despite that, the industry myth remains his TV advertisements all included "fine Corinthian leather".  

In the advertising, Mr Montalbán spoke of “the thickly-cushioned luxury of seats, available even in rich Corinthian leather” and although sometimes he’d call it “soft” instead, all people seemed to remember was the leather was Corinthian.  So successful was the campaign that Chrysler decided to make the Corinthian label exclusive to the Cordoba and when Mr Montalbán was later assigned to advertise other Chryslers, in the same mellifluous tone, he commended only the “rich leather".  Later, when interviewed on late night television, cheerfully he admitted that the term meant nothing but that wasn't quite true: it meant whatever people who heard it wanted it to mean and that made it a perfect word for advertising.  The agency definitely were proud of their appropriation and when the 1977 Cordoba's steering wheel gained a leather covering, this was celebrated in the brochure with: "...hand-stitched Corinthian leather-covered rim-tilt steering wheel.  Marvelous."

1970 Ford Mustang Boss 429 (left) in Grabber Blue (J) with “comfortweave” interior in Corinthian White (EW) interior and 1969 Ford Mustang Boss 429 (right) in Wimbledon White (M) with black interior (all 1969 Boss 429s were trimmed in black (DAA)).

Before Chrysler decided “Corinthian leather” was a thing, Ford had conjured up “Corinthian white”, using the description for both a paint code and the vinyl used for interior trim.  Ford’s Corinthian White was very close to their long used “Wimbledon White”, the latter slightly less stark and closer to an “eggshell white” although far from a “cream”.  The difference is apparent only if two vehicles are parked side-by-side and restoration houses say Corinthian White can be re-created by paint suppliers which achieve the effect by adding a small amount of a certain shade of blue to the mix.  Corinthian White had for some time been in Ford's color charts and it was used even against the advice of a princess.  The one-time Hollywood film star Grace Kelly (1929–1982; princess consort of Monaco 1956-1982) reputedly had been amused to learn a Ford produced in the US had picked up the nickname “Princess Grace Edition” and, like many Americans, she probably thought than crisper than the official designation (Thunderbird Limited Edition Landau) although it could have bee worse still, the internal project title being “Thunderbird Special Edition Principality of Monaco”.  Produced in a run of 2000 during the final season of the third-generation Thunderbird (1961-1963), all but one were virtually identical, each receiving an individually number plaque.  The connection to principality & princess wasn’t tenuous because she was consulted on the color scheme and her husband (Rainier III (Rainier Louis Henri Maxence Bertrand Grimaldi, (1923–2005; Prince of Monaco 1949-2005)) received Landau Number 1 as a gift; presumably that was the quid pro quo (from the Latin quid prō quō (literally “something for something”)).  The prince’s Landau Number One differed in a number of details from the other 1999, one difference being the inclusion of the crest of the Principality of Monaco on a plaque made of silver while all others had one of chrome-plated steel with a brushed aluminum insert faceplate.  In the usual way such “limited edition” plaques were done, they were emblazoned with “Limited Edition Thunderbird Landau”, the serial number (nnnn of 2000) “World Premiere” & “Principality of Monaco”, the latter in a script font.  The features distinguishing the “Princess Grace” Landaus included:

1963 Ford publicity shot for Thunderbird Limited Edition Landau.

It's believed the princess suggested beige for the paintwork on the basis it was her favorite color; that triggered some debate within the corporation and the planning committee’s minutes of the final meeting on 19 September, 1962 record the decision “unanimously” was taken to opt for “Corinthian White over Dark Rose Beige”, the rationale being the combination was close to that used on Monaco’s national flag.  A noticeably deeper hue than the “Rose Beige” offered as a RPO (regular production option) on the standard Thunderbird line, the shade used for the seats (while lighter than the roof) also was darker than appeared on other Thunderbirds.  As often would happen during the era in which the disfiguring vinyl roof was inexplicably popular, the covering proved prone to fading if exposed to strong sunlight and, within a few years, many appeared a very different color.  The once unique combinations of virtues in the early Thunderbirds made them appealing to women.  Jacqueline Kennedy (1929-1994; FLOTUS 1961-1963) really preferred European cars but was a realist, telling the family she’d like a Thunderbird because: “What could be more American than that?”  Not best pleased, firmly, old Joe Kennedy (1888–1969) told her: “The Kennedys drive Buicks!”

The Rolls-Royce Camargue

Although it’s never been confirmed by the factory, one source claims that a consequence of Chrysler's agency in 1974 coming up with “rich Corinthian leather” was that Rolls-Royce was forced to abandon the idea of calling their new model the Corinthian, adopting instead Camargue, (a region on the Mediterranean coast in the south of France).  For Rolls-Royce, Camargue was probably a better choice, tying in with their existing Corniche two-door saloon (which many might have called a coupé) and convertible (by the 1970s factory (mostly) had ceased to use the historic terms FHC (Fixed-Head coupé) and DHC (Drop-Head Coupé (DHC) although there was in 2007 a nostalgic, one-off revival for the Phantom Drophead Coupé).  The French word corniche has certain technical meanings in geology and architecture but Roll-Royce used it in the sense of “a coastal road, especially one cut into the face of a cliff”, specifically using the imagery of the Grande Corniche on the French Riviera, just north of the principality of Monaco.  The factory had first used the Corniche name in 1939 for a prototype light-weight, high-performance car which could match the pace of the big, supercharged, straight-eight Mercedes-Benz able to explore Germany’s newly built autobahns at sustained high speeds never before possible.  The car was damaged during testing in France and was abandoned there after the outbreak of hostilities, only to be destroyed in a bombing raid although whether the Luftwaffe (the German air force) or the RAF (the UK's Royal Air Force) was responsible isn’t known.

1968 Bentley T1 Coupé Speciale by Pininfarina (chassis CBH4033).  After this, it wasn't as if the factory wasn't aware of how Italians thought a Rolls-Royce or Bentley coupé should look and the Speciale should have been a warning heeded although, to be fair, it was more accomplished than the Camargue.  Modernists, the Italians replaced the Circassian walnut veneer with black leather.

So whether it was a minor ripple of chaos theory or the factory always intended to continue allusions to continental geography, in 1975 the Camargue was released with few technical innovations of interest other than the automatic, bi-level ACC (automatic climate control) system (an industry first), said alone to cost about as much to produce as a middle-class buyer might spend on a whole vehicle.  Especially in the US, automotive AC (air-conditioning) made great advances in the post-war years and by the 1960s had been brought to a high level of effectiveness, the icy blast able a short notice to be summoned from the vents of Cadillacs and such quite awesome and doubtless welcome during long, hot summers, south of the Mason-Dixon Line.  By mid-decade, things had been further refined with the release of ACC, a “set and forget” approach which emulated the thermostatically controlled systems familiar in buildings.  That was however a “single-zone” implementation (ie the one temperature for the whole cabin) and, as is well documented, men and women tend to like different levels, the latter preferring things a few degrees warmer.  It was Rolls-Royce that was first with a “bi-level” system (a marvellously complex apparatus developed over almost a decade) that first appeared in the Camargue (1975–1986), the most memorable shtick for which was it being “the world’s most expensive car”.  That might have seemed a strange marketing approach in the mid-1970s but the rather portly coupé (a “two-door saloon” according to Rolls-Royce) had been developed when the economy was rather more buoyant.  Still, the AC was state-of-the-art although its two “zones” were “upper” and “lower” rather than “driver” and “passenger” a design reflecting the traditional approach of car heaters.  Whether coincidently or not, within years of the Camargue's debut, in Germany and the US, systems appeared allowing front-seat occupants to enjoy different temperatures, this "micro-environmentalism" was in 1991 perfected when the Mercedes-Benz W140 (1991-1998) was released with four distinct distinct zones, those in the rear also with their own controls.

Corinthian architecture: The Pantheon Temple, Rome (left) and 1985 Rolls-Royce Camargue with "Pantheon Grille"), (right).

The Pantheon's Latin inscription M·AGRIPPA·L·F·COS·TERTIVM·FECIT really isn't all that poetic and reads like a note the draftsman might have put on the blueprint (had there then been blueprints): it translates as "Marcus Agrippa, son of Lucius, made [this building] when consul for the third time", crediting the Roman statesman & general, Marcus Vipsanius Agrippa (circa 63 BC–12 BC) who in 27 BC commissioned the construction during his third consulship.  The Pantheon that stands today was rebuilt by Emperor Hadrian (Publius Aelius Hadrianus, 76–138; Roman emperor 117-138) circa 126 AD after the original structure suffered severe damage in a blaze. Hadrian choosing to retain Agrippa's inscription as a tribute (not all the emperors were narcissists).  Since AD 609, the Pantheon has been a Roman-Catholic church and is known as the Basilica Santa Maria ad Martyres (Basilica of St. Mary and the Martyrs).  Other footnotes of the Camargue included it being the first Rolls-Royce designed and produced (except for the odd carry-over component) using metric measurements and the first with the famous "Pantheon Grille" being inclined at (for mid-century Rolls-Royce), a rakish 7^o rather than the perfectly vertical aspect always before used.

Despite the popular perception, what Rolls-Royce describes as their "Pantheon grille" doesn't feature a classic entasis (slight swelling in the middle of a column to counteract the what's claimed to be "an illusion of concavity") but the design does incorporate another visual trick: There is a (very) slight curvature which in the factory's vernacular is known as the "waftline".  Although there are, understandably, many references to the grill being the "Parthenon grill" (and there is a well-reviewed Greek restaurant in Murfreesboro, Tennessee called the Parthenon Grille), the factory has never used the term and say the design was inspired by "Rome’s imposing Pantheon temple", a structure "...purposefully built with wider middle sections so the human eye perceives each long pillar to be completely straight."  What Rolls-Royce did was use use an optical trick (wider bars at the edges, more slender towards the centre) as a "corrective" to "fool the brain-eye interaction", achieve a perfect visual symmetry. The waftline is used elsewhere, notably the gentle, upswept sweep along the sill-line which Rolls-Royce says "creates a powerful, poised stance and makes the car appear to be moving when stationary...", creating the impression of "calm perfect motion and accelerating quickly without fuss".  They clearly like the word "waft" because they coined the neologism "waftability" which is said to be "the essence of the brand".

1973 Rolls-Royce Corniche Saloon (left) and 1975 Rolls-Royce Camargue (right).

In 1975 however, it wasn't the almost imperceptible rake of the grill or the adoption of metric measurements which attracted most comment when the Camargue made its debut.  What was most discussed was (1) it being the world’s most expensive production car and (2) the appearance.  At that end of the market, the 30%-odd cost premium against the mechanically similar Corniche wasn’t going to produce the same effects in the elasticity of demand as would be noted lower in automotive pecking order, indeed, the Veblen effect can operate to make the more expensive product more desirable.  The consensus was the Corniche, although by then a decade-old shape, was better balanced and more elegant so for success to ensue, Rolls-Royce really were counting on Veblen to exert its pull.

Lancia Florida II (1957, left), Fiat 130 Coupé (1971, centre) & Rolls-Royce Camargue (1975, right).  The origin of the shape is most discernible in Pininfarina’s Lancia Florida, a different approach to the big coupé than would be taken in the 1950s by the Americans.  The later Fiat 130 coupé was one of those aesthetic triumphs which proved a commercial failure while the Camargue is thought a failure on all grounds although, for those who prize some degree of exclusivity, it remains a genuine rarity.  As it was, between 1975-1986, only 531 Camargues were sold (including a one-off Bentley version which was a "special order") while the Corniche lasted from 1971 until 1995, 6,823 leaving the factory including 561 Bentleys, the latter now much sought.  In a sense, the Camargue was ahead of its time because Rolls-Royce in the twenty-first century began offering some quite ugly cars and they have sold well, the Veblen effect working well.  

Unfortunately, the Camargue, while it did what it did no worse than a Corniche saloon, while doing it, it looked ungainly.  Styled by the revered Italian studio Pinninfarina, the look was derided as dated, derivative and clumsy and it’s this which has usually been thought to account for production barely topping 500 over the decade-odd it remained available.  In the years since, some tried to improve things and a number have been made into convertibles, an expensive exercise that made things worse, the roof-line one of the few pleasing aspects.  One buyer though was sufficiently impressed to commission a one-off Bentley version, one of the few instances of a model which genuinely can be claimed to be unique. The same designer at Carrozzeria Pininfarina who signed off on the Camargue was also responsible for the earlier Fiat 130 coupé, something in the same vein but on a smaller scale and the Fiat is a rectilinear masterpiece.

Platform by Mercedes-Benz, coachwork by Pininfarina.  1956 300 SC (left), 1963 230 SL (centre) & 1969 300 SEL 6.3 (right).

Whether the knife-edged severity of the 130 coupé could successfully have been up-scaled to the dimensions Rolls-Royce required is debatable but Pininfarina had lying around a styling exercise done years earlier, based on a Mercedes-Benz 300 SEL 6.3 and it was this which seems to have inspired the Camargue.  The Italian studio’s interest in Mercedes-Benz had in preceding decades produced some admired designs although the occasional plans for limited production runs were never realized.  In 1955, a coupé based on the 300b saloon had been shown, followed a year later by a 300 SC which most thought better executed, and certainly more contemporary, than the Germans' own effort.  The best though was probably the 1963 230 SL which lost both the distinctive pagoda roof and some of leanness for which the delicate lines are most remembered but it was thought a successful interpretation.  Mercedes-Benz should of course have produced a two-door 300 SE 6.3 because the W111/W112 two door body (1961-1971) was their finest achievement but the planet lost nothing by Pininfarina's take on the idea being rightly ignored.  In retrospect Rolls-Royce probably wished they too had "failed to proceed" and when the time came to do another big coupé, the job was done in-house, the Bentley Continental (1991-2003) an outstanding design and neither Rolls-Royce nor Bentley have since matched the timeless lines.